A STUDY ON CONSUMER BUYING BEHAVIOR TOWARDS GOLD JEWELLERY WITH SPECIAL REFERENCE TO MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

Gold jewellery occupies a prominent position in Indian culture as both a traditional ornament and a reliable form of investment. In recent years, changing lifestyles, rising income levels, and evolving fashion trends have significantly influenced consumer buying behaviour. This study examines the factors affecting consumer buying behaviour towards gold jewellery with special reference to Madurai. The primary objectives are to identify the key factors influencing purchase decisions, analyse consumer preferences and satisfaction levels, and study the relationship between demographic characteristics and buying behaviour. The research is based on primary data collected from 100 respondents through a structured questionnaire. Statistical tools such as percentage analysis, mean, correlation, and factor analysis were used for interpretation. The findings reveal that design, price, purity, brand reputation, and investment value are the major determinants influencing purchase decisions. The study also indicates that most consumers prefer branded jewellery showrooms and consider gold jewellery a secure investment option.

References

1. Rutam vora(2010), “Jewellery retailing in India: A Corporate Acid Test,” The Hindu Business Line, page no:102-105.
2. T Chitradevi (2022), "A study on consumer behaviour towards jewellery products in Tiruchirappalli district",International Journal of Applied Research (IJAR), page no:853-857.
3. www.google.co.in
4. www.wikipedia.org
5. https://www.scribd.com/document/9465008/customer-satisfaction-of-jewellery

Keywords

Consumer Buying Behaviour, Gold Jewellery, Purchase Decision, Customer Satisfaction, Demographic Factors, Investment Preference, Branded Showrooms, Madurai City.